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  • What’s the appeal of the ‘Made in Detroit’ tag?
  • What’s the appeal of the ‘Made in Detroit’ tag?
    Jesse David Green (2017) ©
CASE STUDY

Shinola: selling the American Dream

The Shinola brand was dead and buried less than a decade ago, but it’s now thriving as a modern exemplar of American cool, selling artisan goods hand-made in Detroit. Yet with authenticity so important to many shoppers, why aren’t people complaining about its manufactured heritage?

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